Brand Tone

Sophisticated, Minimalist, Intellectual

Brand Values

• •Timeless Design
• •Functional Simplicity ("Less, is more")
• •Pioneering Innovation
• •Quality Materials and Craftsmanship
• •User-Centric Experience

Best Practices

• •Lead with Philosophy, Not Just Features: Start by explaining the 'why' behind a design choice before detailing the 'what.' For example, instead of saying 'It has a hidden display,' say 'We believe in calm surfaces. That's why the display only reveals itself when you approach.'
• •Use a Refined Vocabulary: Employ words like 'essential,' 'clarity,' 'purpose,' 'harmony,' and 'honesty.' Avoid jargon, clichés, and overly casual language. The voice should be as clean and uncluttered as the designs themselves.
• •Emphasize Timelessness Over Trends: Frame products as lifetime acquisitions, not seasonal purchases. Use phrases like 'an icon for generations,' 'beyond fashion,' and 'enduring design language.'
• •Speak of Materials with Respect: Describe the materials used—titanium, mineral glass, brushed aluminum—as deliberate choices that contribute to the overall feeling and function, not just as items on a spec sheet.
• •Maintain a Consistent Narrative: Every piece of copy, from a web banner to a customer service email, should reflect the core values of functional simplicity and timeless elegance. This creates a cohesive and trustworthy brand experience.

Social Perception

Jacob Jensen is widely perceived as a classic and highly respected design house, most famously associated with its transformative work for Bang & Olufsen. For those familiar with design history, the name carries significant weight and is synonymous with the golden era of Danish Modernism. Among consumers, particularly in watch and design communities, it is seen as a niche brand that offers sophisticated, minimalist aesthetics. It is not a mainstream luxury brand but rather a mark of quiet, intellectual taste. The perception is that of owning a piece of design history rather than a flashy status symbol. The brand's recent relaunch of home goods aims to re-establish this legacy in a contemporary context, targeting both design enthusiasts and everyday users who value functionality and elegance. The recent closure of its Asian offices to refocus on the European market suggests a strategic consolidation to strengthen its core identity.

Copy Examples

• •The Purity of Form. The Essence of Function. This is Jacob Jensen.
• •A single, unbroken line. The Curve series embodies our philosophy of radical simplicity. Crafted from surgical-grade stainless steel and mineral crystal, its form is a continuous, seamless expression of time. A design that doesn't shout, but quietly assures. Different, but not strange.
• •More Than an Object: Design That Endures
• •For us, design is a language. The dialogue is between you and the object. Our new Long Slot Toaster, with its proximity-activated display, waits for your approach before it speaks. Functionality as a gift. #JacobJensen #DanishDesign #Minimalism #LessIsMore
• •Founded in 1958, our studio was built on a simple yet daring idea: to remove everything superfluous until only the essential remains. From the iconic Beogram 4000 turntable to the watch on your wrist, every piece is a testament to a timeless vision—where pure lines and honest materials create a quiet, enduring beauty.